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gifts with a quick tap on their laptop or phone) likely are here to stay. What does that mean for florists looking to attract more people online, improve user experience and convert more sales? We asked some of the industry’s top website providers to review lessons learned from the crisis to create a list of strategies florists can implement this summer.
Prioritize SEO. To be successful online, first you have to be found. “Search engine optimization has
always been an important factor in helping florists market their websites,” said Katherine Kerr, Teleflora’s chief financial officer. “It drives [florists’] ranking in search and is a great way to acquire new customers.” A factor that
OPERATORS T
Smooth BY MARY WESTBROOK
he COVID-19 pandemic turned millions of consumers into more regular online shoppers almost overnight. Most experts say that, even as restrictions ease and retailers reopen physical spaces, the new habits shoppers have learned over the past few months (picking out groceries via an app, grabbing dinner curbside, ordering birthday
Leverage higher traffic. More customers finding your site is a good thing. The next task to tackle: What are your techniques for engaging people effectively once they are there? “In looking at our florist website traffic
affects search ranking: florists’ business listings. “Providing consistent informa- tion in terms of shop location, catego- ries the business operates in, and even operating hours, creates a positive signal for search engines,” Kerr explained. “For both the customer experience reviewing these listings as well as search engines, it’s important to make sure that informa- tion is accurate across the board.”
32 FLORAL MANAGEMENT | June 2020 |
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and sales data over the last few months, it’s obvious that there is a large influx of online buyers,” said Heath Mielke, FTD’s senior vice president of member solu- tions. “We’re seeing higher traffic and conversion to our sites, and even better open rates in our florist email marketing campaigns. Florists need to keep on top of their website to manage it appropri- ately to take advantage of the increased traffic and ultimately convert as much as possible to sales. Mobile-first sites are also more important than ever as more consumers are shopping from their phones or tablets.”
With more Americans shopping online, we’ve got digital strategies to help you adapt.
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